{"id":13994,"date":"2023-10-18T13:03:00","date_gmt":"2023-10-18T13:03:00","guid":{"rendered":"https:\/\/www.storyclash.com\/blog\/?p=13994"},"modified":"2025-12-18T15:05:17","modified_gmt":"2025-12-18T13:05:17","slug":"skims-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.storyclash.com\/blog\/en\/skims-marketing-strategy\/","title":{"rendered":"SKIMS: The Marketing Strategy Behind Kim Kardashian&#8217;s Shapewear Success"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13994\" class=\"elementor elementor-13994\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-73eadc7e e-flex e-con-boxed e-con e-parent\" data-id=\"73eadc7e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-23c4cf12 elementor-widget elementor-widget-text-editor\" data-id=\"23c4cf12\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<p>SKIMS, founded by Kim Kardashian, is a powerhouse in the shapewear industry. Whether you love or hate Kim, there\u2019s no denying SKIMS\u2019 success. The brand is now worth US$4bn (approximately \u00a33.09bn), making SKIMS a unicorn four times over and leapfrogging over long standing competitor Spanx.\u00a0<\/p>\n\n<p>SKIMS isn\u2019t the only Kardashian brand. Kim\u2019s sisters are also savvy business-women, with Khloe creating denim brand Good American and Kylie launching popular beauty line, Kylie Cosmetics (valued at\u00a0 $900 million). That said, SKIMS stands out as the highest-valued Kardashian brand so far.\u00a0<\/p>\n\n<p>Stick around as we uncover SKIMS\u2019 marketing strategy and explore how the brand is reshaping the shapewear landscape by putting diversity, sustainability, and comfort at the forefront.<\/p>\n\n<div class=\"wp-block-getwid-table-of-contents is-style-default\">\n<ul class=\"wp-block-getwid-table-of-contents__list\">\n<li><a href=\"#f4293754198b\">SKIMS: History of the brand and why we like them<\/a><\/li>\n<li><a href=\"#1f73335a1d7d\">Influencer marketing at SKIMS: Collaborations and influencer strategy deep-dive<\/a><\/li>\n<li><a href=\"#58ea8c56b910\">What is SKIMS social media strategy?<\/a><\/li>\n<li><a href=\"#c88f20561b69\">What can your brand learn from SKIMS?<\/a><\/li>\n<li><a href=\"#5a3996242c8c\">What could SKIMS\u00a0do better?<\/a><\/li>\n<li><a href=\"#3c9101050265\">Want to check out the influencer marketing strategies of more top brands?<\/a><\/li>\n<li><a href=\"#32ea29900194\">About Storyclash &#8211; the brand behind the insights<\/a><\/li>\n<\/ul>\n<\/div>\n\n<h2 id=\"f4293754198b\" class=\"wp-block-heading\">SKIMS: History of the brand and why we like them<\/h2>\n\n<p>SKIMS&#8217; journey begins with Kim Kardashian herself. Before SKIMS, Kim struggled to find shapewear that matched her skin tone. In fact, she once famously revealed that she used to take her shapewear and dye it with tea bags and coffee in her bathtub to achieve the right shade. This resourceful yet imperfect method highlighted a significant gap in the market \u2013 the lack of inclusive shapewear options.<\/p>\n\n<p>Determined to fill this void, Kim Kardashian joined forces with business power couple Jens and Emma Grede. In 2019, they created a shapewear line that would not only provide a diverse range of skin tones but also prioritize comfort and functionality.\u00a0<\/p>\n\n<p>What truly sets SKIMS apart is its unwavering commitment to inclusivity. The brand offers products in more than ten skin tones (from \u201csand\u201d to \u201conyx\u201d). This dedication to reflecting the diversity of the real world in its products is a testament to SKIMS&#8217; authenticity and its mission to empower individuals to feel confident in their own skin.<\/p>\n\n<p>But SKIMS&#8217; commitment to inclusivity doesn\u2019t stop at skintones. Their tagline \u201cSolutions for every body\u201d says it all. The brand holds sizes from XXS to 4X and has expanded its offerings to include adaptive lines for consumers with limited mobility.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-18091\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0.png\" alt=\"SKIMS Gruppe Frauen die SKIMS tragen\" width=\"1567\" height=\"1239\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0.png 1567w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0-300x237.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0-1024x810.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0-768x607.png 768w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18144836\/pasted-image-0-1536x1214.png 1536w\" sizes=\"(max-width: 1567px) 100vw, 1567px\" \/><\/figure>\n\n<p>In a market once dominated primarily by one company, SKIMS boldly defined itself by prioritizing diversity, inclusivity, and innovation. It&#8217;s a brand that understands that fashion should adapt to individuals, not the other way around.\u00a0<\/p>\n\n<p>Now, let\u2019s explore the influencer strategy of the brand that put Kim Kardashian on the Forbes&#8217; World Billionaires List.\u00a0<\/p>\n\n<h2 id=\"1f73335a1d7d\" class=\"wp-block-heading\">Influencer marketing at SKIMS: Collaborations and influencer strategy deep-dive<\/h2>\n\n<h3 id=\"169d81bf48e4\" class=\"wp-block-heading\">SKIMS influencer strategy on Instagram<\/h3>\n\n<p>In the last 12 months, 7.8k creators mentioned SKIMS in 29.4k posts. The engagement rate for creator content on Instagram is 3.3%, and the potential audience size is 4.8 billion.\u00a0<\/p>\n\n<h3 id=\"6d83743c354f\" class=\"wp-block-heading\">Who does SKIMS work with?<\/h3>\n\n<p>It goes without saying that Kim Kardashian appears in a lot of SKIMS posts, reels and stories. But the brand works with many other creators, too.<\/p>\n\n<p>The brand has been mentioned by creators of all sizes. 50% of the mentions coming from mid-size influencers with 10k-100k followers. The average follower count is higher, falling into the macro category with 618k.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"aligncenter wp-image-18095 size-full\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18145542\/African-American-singer-and-influencer-SZA-wear-SKIMS.png\" alt=\"African-American singer and influencer SZA wear SKIMS\" width=\"1015\" height=\"650\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18145542\/African-American-singer-and-influencer-SZA-wear-SKIMS.png 1015w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18145542\/African-American-singer-and-influencer-SZA-wear-SKIMS-300x192.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18145542\/African-American-singer-and-influencer-SZA-wear-SKIMS-768x492.png 768w\" sizes=\"(max-width: 1015px) 100vw, 1015px\" \/><\/figure>\n\n<p>The creators SKIMs works with reflect the brand\u2019s focus on diversity. For example, the brand\u2019s recent campaign \u201cFits Everybody\u201d featured African-American singer and influencer SZA. She shared an Instagram post of her wearing the brand\u2019s shapewear with her 17 million followers:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-18097\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150122\/Storyclash-data-shows-that-SKIMS-mainly-works-with-creators-in-the-U.S.png\" alt=\"Storyclash data shows that SKIMS mainly works with creators in the U.S\" width=\"562\" height=\"399\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150122\/Storyclash-data-shows-that-SKIMS-mainly-works-with-creators-in-the-U.S.png 562w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150122\/Storyclash-data-shows-that-SKIMS-mainly-works-with-creators-in-the-U.S-300x213.png 300w\" sizes=\"(max-width: 562px) 100vw, 562px\" \/><\/figure>\n\n<p>Storyclash data shows that SKIMS mainly works with creators in the U.S, but also some in the UK, Germany, and Canada.<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18098\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150152\/SKIMS-works-with-many-influencers-Storyclash.png\" alt=\"SKIMS works with many influencers Storyclash\" width=\"1132\" height=\"315\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150152\/SKIMS-works-with-many-influencers-Storyclash.png 1132w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150152\/SKIMS-works-with-many-influencers-Storyclash-300x83.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150152\/SKIMS-works-with-many-influencers-Storyclash-1024x285.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150152\/SKIMS-works-with-many-influencers-Storyclash-768x214.png 768w\" sizes=\"(max-width: 1132px) 100vw, 1132px\" \/><\/figure>\n\n<p>SKIMS\u00a0 works with many influencers on a one-time basis. 57% of their collabs are one-offs, 27% are short term (up to 6 months) and only 16% are long term:<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18099\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150215\/SKIMS-influencer-strategy-on-TikTok.png\" alt=\"SKIMS influencer strategy on TikTok\" width=\"1126\" height=\"558\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150215\/SKIMS-influencer-strategy-on-TikTok.png 1126w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150215\/SKIMS-influencer-strategy-on-TikTok-300x149.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150215\/SKIMS-influencer-strategy-on-TikTok-1024x507.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150215\/SKIMS-influencer-strategy-on-TikTok-768x381.png 768w\" sizes=\"(max-width: 1126px) 100vw, 1126px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18100\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150241\/What-is-SKIMS-social-media-strategy.png\" alt=\"Pic What is SKIMS social media strategy\" width=\"1202\" height=\"324\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150241\/What-is-SKIMS-social-media-strategy.png 1202w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150241\/What-is-SKIMS-social-media-strategy-300x81.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150241\/What-is-SKIMS-social-media-strategy-1024x276.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150241\/What-is-SKIMS-social-media-strategy-768x207.png 768w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" \/><\/figure>\n\n<h3 id=\"5e10caade840\" class=\"wp-block-heading\">SKIMS influencer strategy on TikTok<\/h3>\n\n<p>In the last 12 months, 928 Creators talked about SKIMS in 1.6k TikTok videos. Influencer videos typically generate 132.1k views, and can reach a potential audience of 540.1m.<\/p>\n\n<p>On TikTok, creators share a range of engaging videos, ranging from maternity and wedding wear to the latest product drops. Rapper and influencer Ice Spice (@icespicee) shared a viral video promoting SKIMS new shapewear campaign, driving 18.3 million views.<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18101\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150302\/Instagram-stories-are-in-a-similar-style-SKIMS.png\" alt=\"Instagram stories are in a similar style SKIMS\" width=\"1204\" height=\"504\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150302\/Instagram-stories-are-in-a-similar-style-SKIMS.png 1204w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150302\/Instagram-stories-are-in-a-similar-style-SKIMS-300x126.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150302\/Instagram-stories-are-in-a-similar-style-SKIMS-1024x429.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150302\/Instagram-stories-are-in-a-similar-style-SKIMS-768x321.png 768w\" sizes=\"(max-width: 1204px) 100vw, 1204px\" \/><\/figure>\n\n<h2 id=\"58ea8c56b910\" class=\"wp-block-heading\">What is SKIMS social media strategy?<\/h2>\n\n<p>Now, let&#8217;s take a look at the brand&#8217;s owned media. SKIMS is active on Instagram (5.3 million followers) and TikTok (1.2 million followers). The brand does not have a presence on any other channels, like YouTube or Facebook.\u00a0<\/p>\n\n<p>Sometimes, less is more &#8211; and SKIMS has chosen to focus on the most relevant channels for their target audience, rather than spreading themselves too thin over lots of channels.\u00a0<\/p>\n\n<p>Let\u2019s explore in further detail how the brand approaches Instagram and TikTok.\u00a0<\/p>\n\n<h3 id=\"96002d8cc537\" class=\"wp-block-heading\">SKIMS Instagram strategy<\/h3>\n\n<p>Stories make up 80% of the brand\u2019s Instagram content. Posts 19% and reels 1%.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18102\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150331\/SKIMS-significant-follower-growth.png\" alt=\"Picture from SKIMS significant follower growth\" width=\"605\" height=\"304\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150331\/SKIMS-significant-follower-growth.png 605w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150331\/SKIMS-significant-follower-growth-300x151.png 300w\" sizes=\"(max-width: 605px) 100vw, 605px\" \/><\/figure>\n\n<p>Posts feature models, influencers and Kim herself wearing the brand\u2019s products. The style is sexy(would you expect anything else from Kim Kardashian?) and the brand isn\u2019t afraid to post revealing images. The brand generally uses eye-catching imagery to attract attention and includes product info in the Instagram captions.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/4pC4dpcvejjYwQXqs7_nu65bLz45FX5ED8PBTTnEajtgTCL6W8chqcPOxQbXYOJE8vUIawK55PImXt_eCtQUWWIF4NrelkINtVZLpOdWWWi9EJZ4vvpilR86RNjECVOHp92pKJOQh4aMDjdLt4WZthE\" alt=\"\" \/><\/figure>\n\n<p>Instagram stories are in a similar style. Here are a few recent examples showing models and influencers wearing the brand\u2019s shapewear:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/omOA7gMEybBR3Ik9Fdvq05eTe7CIceb909XKaC2k_lrnw4lSus5Dtlsc8__wuI7qZwmSQmQQMdRTl9RZAmeIMbegneZ2k-9JZawtVs18bb-OETVszB3iJA8z7ZTjrauBtbR7U2kl3SjGsUlp8YkNBSQ\" alt=\"\" \/><\/figure>\n\n<p>The content seems to be doing well, because the brand has seen significant follower growth, growing from 5 million to 5.3 million followers over the past 6 months:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/lXsY8mfyh15iuiwP1Ql2Kdkv_l4YaGZ6wFSZpf2-0sZ5GaLPimO0_Z6yCzE6_QayrkCXAU0LYjq5Z_bPJuMFjOlwFuq9kMMTVpAKXO2tsNEqPCxKFqkxuNmmpWttNvThlnWo3jr_v4wq6DkEu3SeWp8\" alt=\"\" \/><\/figure>\n\n<p>Posts have an average reach of 315k people, and stories reach 150k users. The estimated media value is \u20ac11k for posts and \u20ac5.3k<\/p>\n\n<p>According to Storyclash data, the brand has driven a total estimated media value of \u20ac5.1M through posts, and \u20ac9.4M through stories.\u00a0<\/p>\n\n<h3 id=\"331a7366e4df\" class=\"wp-block-heading\">SKIMS TikTok strategy<\/h3>\n\n<p>The brand uses TikTok to share viral videos of its revolutionary shapewear.\u00a0<\/p>\n\n<p>For instance, the brand launched the SKIMS Ultimate Bra in August 2023 and the launch video on TikTok generated 276k views and 42k likes:<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18103\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150404\/SKIMS-launch-video-on-TikTok-generated-276k-views-and-42k-likes.png\" alt=\"picture SKIMS launch video on TikTok generated 276k views and 42k likes\" width=\"1079\" height=\"693\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150404\/SKIMS-launch-video-on-TikTok-generated-276k-views-and-42k-likes.png 1079w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150404\/SKIMS-launch-video-on-TikTok-generated-276k-views-and-42k-likes-300x193.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150404\/SKIMS-launch-video-on-TikTok-generated-276k-views-and-42k-likes-1024x658.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150404\/SKIMS-launch-video-on-TikTok-generated-276k-views-and-42k-likes-768x493.png 768w\" sizes=\"(max-width: 1079px) 100vw, 1079px\" \/><\/figure>\n\n<p>Kim regularly appears in the TikTok content herself:<\/p>\n\n<p>Over the past 6 months, the brand has posted 313 TikTok videos.However, engagement rate is only 0.4%. If we consider 1% a benchmark, this implies that the brand could improve here.<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18104\" src=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150440\/Storyclash-show-benchmark-SKIMS.png\" alt=\"Storyclash show benchmark SKIMS\" width=\"1194\" height=\"312\" srcset=\"https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150440\/Storyclash-show-benchmark-SKIMS.png 1194w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150440\/Storyclash-show-benchmark-SKIMS-300x78.png 300w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150440\/Storyclash-show-benchmark-SKIMS-1024x268.png 1024w, https:\/\/sc-blog-images.s3.eu-central-1.amazonaws.com\/wp-content\/uploads\/2025\/12\/18150440\/Storyclash-show-benchmark-SKIMS-768x201.png 768w\" sizes=\"(max-width: 1194px) 100vw, 1194px\" \/><\/figure>\n\n<p>A closer look at the brand\u2019s TikTok KPIs shows that follower count is growing, but engagement doesn\u2019t seem to be developing at the same rate. The brand counts 1.2M followers, but likes and comments have recently flatlined.<img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/cpSwD7G5mhaNv8mBFIw2lnILAXlTpmBzJ1SRV7Y52GIdtYmUeU_nN9QZikecvLOkQzYy3tpyFXeFtmuNKLNoHPaUuv551p7YspiyxfXQnr6u8w8Gie7-39Td_GVGFo0s69vv1DZTqAsC4Jc48WuaI2k\" alt=\"\" \/><\/p>\n\n<p>While the brand\u2019s TikTok engagement could be improved, SKIMS is mostly very successful on social media.\u00a0<\/p>\n\n<h2 id=\"c88f20561b69\" class=\"wp-block-heading\">What can your brand learn from SKIMS?<\/h2>\n\n<p>SKIMS success offers many valuable lessons for other brands:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Prioritize inclusivity for authentic connection<\/strong><\/li>\n<\/ul>\n\n<p>SKIMS&#8217; commitment to providing a wide range of sizes and skin tones has resonated with consumers seeking genuine inclusivity in fashion. Your brand can learn to prioritize diversity and inclusivity, not only in product offerings but also in marketing and messaging, fostering a deeper and more authentic connection with your audience.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Collaborations with purpose<\/strong><\/li>\n<\/ul>\n\n<p><br \/>SKIMS&#8217; strategic influencer partnerships align with its values and resonate with its audience. When <a href=\"https:\/\/www.storyclash.com\/blog\/en\/find-influencers-for-your-brand\/\">looking for influencers<\/a>, focus on influencers and partners who authentically represent your brand and values, creating a meaningful connection with your target demographic.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Don\u2019t be afraid to stand out<\/strong><\/li>\n<\/ul>\n\n<p>Kim knows the power of standing out from the crowd. The brand leverages eye-catching visuals and provocative imagery, leading to viral content and engagement.\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Adapt to evolving trends<\/strong><\/li>\n<\/ul>\n\n<p>SKIMS is no longer just shapewear. At the onset of the pandemic, SKIMS was quick to introduce loungewear to meet customer\u2019s new desire for comfort. Stay ahead of market trends, and be willing to adapt and diversify your product line to meet changing consumer demands.<\/p>\n\n<h2 id=\"5a3996242c8c\" class=\"wp-block-heading\">What could SKIMS\u00a0do better?<\/h2>\n\n<p>While SKIMS is a wildly success brand, there are areas where it\u2019s possible to improve:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Social responsibility &amp; sustainability<\/strong><\/li>\n<\/ul>\n\n<p>SKIMS provides little information about how its impact on people, the planet, and animals. Ethical brand rating app Good On You rates Kim Kardashian&#8217;s brand <a href=\"https:\/\/goodonyou.eco\/how-ethical-is-skims\/\">\u201cWe Avoid,\u201d<\/a> their lowest possible score. The brand had also been subject to scandal, with <a href=\"https:\/\/www.vanityfair.com\/style\/2021\/05\/kim-kardashian-lawsuit-former-employees-unpaid-wages-overtime-no-breaks\">former staff making allegations <\/a>of withheld wages, unpaid overtime, and no breaks.\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Build a community<\/strong><\/li>\n<\/ul>\n\n<p>Kim has an army of loyal fans. Why not give the community something back? A community program would build loyalty and take SKIMS to the next level.\u00a0<\/p>\n\n<h2 id=\"3c9101050265\" class=\"wp-block-heading\">Want to check out the influencer marketing strategies of more top brands?<\/h2>\n\n<p><br \/>Watch the on-demand <a href=\"https:\/\/www.storyclash.com\/webinars\/charlotte-tilbury-influencer-decon\">webinar about Charlotte Tilbur<\/a>y to find out what they could do to be even more successful with influencer marketing!<\/p>\n\n<p>Prefer reading instead of watching? Check out our <a href=\"https:\/\/www.storyclash.com\/blog\/en\/charlotte-tilbury-influencer-marketing\/\">blog post on Charlotte Tilbury<\/a> where we demystify who the brand works with and how they approach influencer marketing.\u00a0<\/p>\n\n<h2 id=\"32ea29900194\" class=\"wp-block-heading\">About Storyclash &#8211; the brand behind the insights<\/h2>\n\n<p>Storyclash is the AI-powered Influencer Marketing Platform that helps your team drive sales and brand awareness. Discover authentic creators, measure the impact of your campaigns and manage all your data in one place. Fast-growing DTCs like\u00a0 Bears With Benefits, Jungl\u00fcck or Kapten &amp; Son, as well as large, established companies like Vodafone, Lululemon or Kaufland use Storyclash to get more out of their influencer marketing.<\/p>\n\n<p>Feel free to <a href=\"https:\/\/www.storyclash.com\/request-demo#request-demo\">get in touch<\/a> to learn more.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>SKIMS, founded by Kim Kardashian, is a powerhouse in the shapewear industry. Whether you love or hate Kim, there\u2019s no denying SKIMS\u2019 success. The brand is now worth US$4bn (approximately \u00a33.09bn), making SKIMS a unicorn four times over and leapfrogging over long standing competitor Spanx.\u00a0 SKIMS isn\u2019t the only Kardashian brand. Kim\u2019s sisters are also [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":17238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[594],"tags":[],"class_list":["post-13994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencers-x-brands-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SKIMS: The Marketing Strategy Behind Kim Kardashian&#039;s Shapewear Success<\/title>\n<meta name=\"description\" content=\"SKIMS, founded by Kim Kardashian, is a powerhouse in shapewear. 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